U.S. patent application number 12/452815 was filed with the patent office on 2010-05-27 for method and system for product services analysis and optimization.
Invention is credited to Keith Ball, Shay Donovun Smart.
Application Number | 20100131333 12/452815 |
Document ID | / |
Family ID | 40341949 |
Filed Date | 2010-05-27 |
United States Patent
Application |
20100131333 |
Kind Code |
A1 |
Ball; Keith ; et
al. |
May 27, 2010 |
METHOD AND SYSTEM FOR PRODUCT SERVICES ANALYSIS AND
OPTIMIZATION
Abstract
Embodiments of the present invention provide a method, apparatus
and system for analysis and optimization of product services
including at least collecting information regarding at least a
definition of a media content campaign and a performance of the
media content campaign, and compiling the collected information for
analysis, wherein the analysis determines the effectiveness of the
media content campaign. In addition, historical, systemic or
endemic marketing, merchandising, sales, and operational data about
intended products or services to be advertised & promoted in
the campaign are provided to a system where the system combines
this with other campaign independent data and performs analysis
that results in a recommendation (or set of recommendations) on
what is needed to effectively execute the campaign.
Inventors: |
Ball; Keith; (San Jose,
CA) ; Smart; Shay Donovun; (Sausalito, CA) |
Correspondence
Address: |
Robert D. Shedd, Patent Operations;THOMSON Licensing LLC
P.O. Box 5312
Princeton
NJ
08543-5312
US
|
Family ID: |
40341949 |
Appl. No.: |
12/452815 |
Filed: |
August 6, 2008 |
PCT Filed: |
August 6, 2008 |
PCT NO: |
PCT/US08/09421 |
371 Date: |
January 22, 2010 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
60963591 |
Aug 6, 2007 |
|
|
|
Current U.S.
Class: |
705/7.29 |
Current CPC
Class: |
G06Q 30/0201 20130101;
G06Q 30/02 20130101 |
Class at
Publication: |
705/10 ;
705/7 |
International
Class: |
G06Q 10/00 20060101
G06Q010/00; G06Q 30/00 20060101 G06Q030/00 |
Claims
1. A method in a content distribution system comprising the steps
of: collecting information regarding at least a definition of a
media content campaign and a performance of the media content
campaign; and compiling said collected information for analysis;
wherein said analysis determines the effectiveness of the media
content campaign.
2. The method of claim 1, wherein said performance information
includes information regarding at least one of an order creation,
content distribution, content playout and point of sale data.
3. The method of claim 2, wherein said content distribution
information includes information regarding at least one of media
scheduling, media packaging and media transport.
4. The method of claim 1, wherein said information includes user
input information.
5. The method of claim 4, wherein said user input information
includes information regarding results of interviews and
surveys.
6. The method of claim 1, wherein said analysis includes:
evaluating intrinsic information regarding at least one of content
and services to be delivered; evaluating extrinsic information and
services delivery data; and performing an analysis using said
intrinsic and extrinsic information to determine optimization
parameters for said content distribution system.
7. The method of claim 6, wherein said intrinsic information
comprises at least one of historical, systemic and endemic
marketing, merchandising, sales, and operational data.
8. The method of claim 6, wherein said extrinsic information
comprises at least one of customer and site demographics.
9. The method of claim 1, wherein said media content campaign
comprises an advertising campaign.
10. The method of claim 1, further comprising using the results of
the analysis to provide a recommendation on campaign changes needed
to be made to perform an effective execution of the media content
campaign.
11. An apparatus, comprising: a memory for storing information
regarding at least a definition of a media content campaign and
performance information of the media content campaign in a content
distribution system; and a processor for collecting said
information regarding at least a definition of a media content
campaign and a performance of the media content campaign and
compiling said collected information for analysis.
12. The apparatus of claim 11, wherein said processor further
analyzes the compiled information to determine an effectiveness of
the media content campaign.
13. The apparatus of claim 12, wherein said analysis includes:
evaluating intrinsic information regarding at least one of content
and services to be delivered; evaluating extrinsic information and
services delivery data; and performing an analysis using said
intrinsic and extrinsic information to determine optimization
parameters for said content distribution system.
14. The apparatus of claim 11, wherein said performance information
includes information regarding at least one of an order creation,
content distribution, content playout and point of sale data for
the media content.
15. The method of claim 14, wherein said content distribution
information includes information regarding at least one of media
scheduling, media packaging and media transport for the media
content.
16. The apparatus of claim 11, wherein said processor further uses
the results of the analysis to provide a recommendation on campaign
changes needed to be made to perform an effective execution of the
media content campaign.
17. A system, comprising: at least one source of media content; at
least one means for receiving a media content campaign definition;
and a content distribution system including at least an apparatus,
comprising: a memory for storing information regarding at least a
definition of the media content campaign and performance
information of the media content campaign in the content
distribution system; and a processor for collecting said
information regarding at least a definition of a media content
campaign and a performance of the media content campaign and
compiling said collected information for analysis.
18. The system of claim 17, wherein said processor further analyzes
the compiled information to determine an effectiveness of the media
content campaign in the content distribution system.
Description
FIELD OF THE INVENTION
[0001] The present invention generally relates to product services
and, more particularly, to a method, apparatus and system for the
analysis and optimization of product services.
BACKGROUND OF THE INVENTION
[0002] Before a campaign is started, it may be desirable for a
customer to request a system analysis of a product or service to be
advertised on one or more out of home mediums, such as retail
digital media networks, outdoor signage networks, or another type
of venue's digital or signage media network. Currently there are no
effective systems or methods for comprehensive analysis of product
services.
SUMMARY OF THE INVENTION
[0003] Embodiments of the present invention address the
deficiencies of the prior art by providing a method and system for
providing analysis and optimization of product services.
[0004] In various embodiments of the present invention, historical,
systemic or endemic marketing, merchandising, sales, and
operational data about intended products or services to be
advertised & promoted in the campaign are provided to a system.
The system combines this with other campaign independent data and
performs analysis that results in a recommendation (or set of
recommendations) on what is needed to effectively execute the
campaign.
[0005] In one embodiment of the present invention, a method in a
content distribution system includes collecting information
regarding at least a definition of a media content campaign and a
performance of the media content campaign in the content
distribution system and compiling the collected information for
analysis, where the analysis determines the effectiveness of the
media content campaign.
[0006] In an alternate embodiment of the present invention, an
apparatus in a content distribution system includes a memory for
storing information regarding at least a definition of a media
content campaign and performance information of the media content
campaign in the content distribution system, and a processor for
collecting the information regarding at least a definition of a
media content campaign and a performance of the media content
campaign and compiling the collected information for analysis. In
such an embodiment, the processor can be further configured to
analyze the compiled information to determine an effectiveness of
the media content campaign and further provide a recommendation (or
set of recommendations) on what is needed to effectively execute
the campaign.
[0007] In an alternate embodiment of the present invention, a
system, includes at least one source of media content, at least one
means for receiving a media content campaign definition, and a
content distribution system including at least an apparatus. The
apparatus can include a memory for storing information regarding at
least a definition of the media content campaign and performance
information of the media content campaign in the content
distribution system and a processor for collecting said information
regarding at least a definition of a media content campaign and a
performance of the media content campaign and compiling the
collected information for analysis. In such an embodiment, the
processor can be further configured to analyze the compiled
information to determine an effectiveness of the media content
campaign and further provide a recommendation (or set of
recommendations) on what is needed to effectively execute the
campaign.
BRIEF DESCRIPTION OF THE DRAWINGS
[0008] The teachings of the present invention can be readily
understood by considering the following detailed description in
conjunction with the accompanying drawings, in which:
[0009] FIG. 1 depicts a high level block diagram of a content
distribution system in which an embodiment of the present invention
can be applied;
[0010] FIG. 2 depicts a high level block diagram of an in-store
advertising network for providing in-store advertising;
[0011] FIG. 3 depicts a high level flow diagram of a method for
product services analysis and optimization in accordance with one
embodiment of the present invention;
[0012] FIG. 4 depicts a high level flow diagram of a process for
campaign optimization for the product services analysis and
optimization of an embodiment of the present invention; and
[0013] FIG. 5 depicts a high level block diagram of an embodiment
of a campaign effectiveness control unit suitable for use in the
server of the content distribution system of FIG. 1 in accordance
with an embodiment the present invention.
[0014] It should be understood that the drawings are for purposes
of illustrating the concepts of the invention and are not
necessarily the only possible configuration for illustrating the
invention. To facilitate understanding, identical reference
numerals have been used, where possible, to designate identical
elements that are common to the figures.
DETAILED DESCRIPTION OF THE INVENTION
[0015] The present invention advantageously provides a method,
apparatus and system for providing analysis and optimization of
product services. Although the present invention will be described
primarily within the context of a retail advertising network
environment, the specific embodiments of the present invention
should not be treated as limiting the scope of the invention. It
will be appreciated by those skilled in the art and informed by the
teachings of the present invention that the concepts of the present
invention can be advantageously applied in substantially any
product services environment.
[0016] The functions of the various elements shown in the figures
can be provided through the use of dedicated hardware as well as
hardware capable of executing software in association with
appropriate software. When provided by a processor, the functions
can be provided by a single dedicated processor, by a single shared
processor, or by a plurality of individual processors, some of
which can be shared. Moreover, explicit use of the term "processor"
or "controller" should not be construed to refer exclusively to
hardware capable of executing software, and can implicitly include,
without limitation, digital signal processor ("DSP") hardware,
read-only memory ("ROM") for storing software, random access memory
("RAM"), and non-volatile storage. Moreover, all statements herein
reciting principles, aspects, and embodiments of the invention, as
well as specific examples thereof, are intended to encompass both
structural and functional equivalents thereof. Additionally, it is
intended that such equivalents include both currently known
equivalents as well as equivalents developed in the future (i.e.,
any elements developed that perform the same function, regardless
of structure).
[0017] Thus, for example, it will be appreciated by those skilled
in the art that the block diagrams presented herein represent
conceptual views of illustrative system components and/or circuitry
embodying the principles of the invention. Similarly, it will be
appreciated that any flow charts, flow diagrams, state transition
diagrams, pseudocode, and the like represent various processes
which may be substantially represented in computer readable media
and so executed by a computer or processor, whether or not such
computer or processor is explicitly shown.
[0018] FIG. 1 depicts a high level block diagram of a content
distribution system in which an embodiment of the present invention
can be applied. The content distribution system 100 of FIG. 1
illustratively comprises at least one server 110, a plurality of
receiving devices such as tuning/decoding means (illustratively
set-top boxes (STBs)) 120.sub.1-120.sub.n, and a respective display
130.sub.1-130.sub.n for each of the set-top boxes
120.sub.1-120.sub.n, and other receiving devices, such as audio
output devices (illustratively speaker systems)
135.sub.1-135.sub.n. Although in the system 100 of FIG. 1, each of
the plurality of set-top boxes 120.sub.1-120.sub.n, is
illustratively connected to a single, respective display, in
alternate embodiments of the present invention, each of the
plurality of set-top boxes 120.sub.1-120.sub.n, can be connected to
more than a single display. In addition, although in the content
distribution system 100 of FIG. 1 the tuning/decoding means are
illustratively depicted as set-top boxes 120, in alternate
embodiments of the present invention, the tuning/decoding means of
the present invention can comprise alternate tuning/decoding means
such as a tuning/decoding circuit integrated into the displays 130
or other stand alone tuning/decoding devices and the like. Even
further, receiving devices of the present invention can include any
devices capable of receiving content such as audio, video and/or
audio/video content.
[0019] In one embodiment of the present invention, the content
distribution system 100 of FIG. 1 can be a part of an in-store
advertising network. For example, FIG. 2 depicts a high level block
diagram of an in-store advertising network 200 for providing
in-store advertising. In the advertising network 200 of FIG. 2, the
advertising network 200 and distribution system 100 employ a
combination of software and hardware that provides cataloging,
distribution, presentation, and usage tracking of music recordings,
home video, product demonstrations, advertising content, and other
such content, along with entertainment content, news, and similar
consumer informational content in an in-store setting. The content
can include content presented in compressed or uncompressed video
and audio stream format (e.g., MPEG4/MPEG4 Part 10/AVC-H.264, VC-1,
Windows Media, etc.), although the present system should not be
limited to using only those formats.
[0020] In one embodiment of the present invention, software for
controlling the various elements of the in-store advertising
network 200 and the content distribution system 100 can include a
32-bit operating system using a windowing environment (e.g.,
MS-Windows.TM. or X-Windows operating system) and high-performance
computing hardware. The advertising network 200 can utilize a
distributed architecture and provides centralized content
management and distribution control via, in one embodiment,
satellite (or other method, e.g., a wide-area network (WAN), the
Internet, a series of microwave links, or a similar mechanism) and
in-store modules.
[0021] As depicted in FIG. 2, the content for the in-store
advertising network 200 and the content distribution system 100 can
be provided from an advertiser 202, a recording company 204, a
movie studio 206 or other content providers 208. An advertiser 202
can be a product manufacturer, a service provider, an advertising
company representing a manufacturer or service provider, or other
entity. Advertising content from the advertiser 202 can consist of
audiovisual content including commercials, "info-mercials", product
information and product demonstrations, and the like.
[0022] A recording company 204 can be a record label, music
publisher, licensing/publishing entity (e.g., BMI or ASCAP),
individual artist, or other such source of music-related content.
The recording company 204 provides audiovisual content such as
music clips (short segments of recorded music), music video clips,
and the like. The movie studio 206 can be a movie studio, a film
production company, a publicist, or other source related to the
film industry. The movie studio 106 can provide movie clips,
pre-recorded interviews with actors and actresses, movie reviews,
"behind-the-scenes" presentations, and similar content.
[0023] The other content provider 208 can be any other provider of
video, audio or audiovisual content that can be distributed and
displayed via, for example, the content distribution system 100 of
FIG. 1.
[0024] In one embodiment of the present invention, content is
procured via the network management center 210 (NMC) using, for
example, traditional recorded media (tapes, CD's, videos, and the
like). Content provided to the NMC 210 is compiled into a form
suitable for distribution to, for example, the local distribution
system 100, which distributes and displays the content at a local
site.
[0025] The NMC 210 can digitize the received content and provide it
to a Network Operations Center (NOC) 220 in the form of digitized
data files 222. It will be noted that data files 222, although
referred to in terms of digitized content, can also be streaming
audio, streaming video, or other such information. The content
compiled and received by the NMC 210 can include commercials,
bumpers, graphics, audio and the like. All files are preferably
named so that they are uniquely identifiable. More specifically,
the NMC 210 creates distribution packs that are targeted to
specific sites, such as store locations, and delivered to one or
more stores on a scheduled or on-demand basis. The distribution
packs, if used, contain content that is intended to either replace
or enhance existing content already present on-site (unless the
site's system is being initialized for the first time, in which
case the packages delivered can form the basis of the site's
initial content). Alternatively, the files may be compressed and
transferred separately, or a streaming compression program of some
type employed.
[0026] The NOC 220 communicates digitized data files 222 to, in
this example, the content distribution system 100 at a commercial
sales outlet 230 via a communications network 225. The
communications network 225 can be implemented in any one of several
technologies. For example, in one embodiment of the present
invention, a satellite link can be used to distribute digitized
data files 222 to the content distribution system 100 of the
commercial sales outlet 230. This enables content to easily be
distributed by broadcasting (or multicasting) the content to
various locations. Alternatively, the Internet can be used to both
distribute audiovisual content to and allow feedback from
commercial sales outlet 230. Other ways of implementing
communications network 225, such as using leased lines, a microwave
network, or other such mechanisms can also be used in accordance
with alternate embodiments of the present invention.
[0027] In one embodiment of the present invention, the server 110
of the content distribution system 100 is capable of receiving
content (e.g., distribution packs) and, accordingly, distribute
them in-store to the various receivers such as the set-top boxes
120 and displays 130 and the speaker systems 135. That is, at the
content distribution system 100, content is received and configured
for communication. The communication can be performed by one or
more servers configured to act together or in concert. The content
can include content configured for various different locations or
products throughout the sales outlet 230 (e.g., store). For
example, respective set-top boxes 120 and displays 130 and various
speaker systems 135 can be located at specific locations throughout
the sales outlet 230 and respectively configured to display content
and broadcast audio pertaining to products located within a
predetermined distance from the location of each respective set-top
box and display.
[0028] The server 110 of the content distribution system 100
receives content and creates various different content channels of
audio, video and/or audio/video to be communicated to the various
receivers throughout the store. The content channels can be
individual channels of modulated audio, video and/or audio/video
onto a radio frequency distribution or transmitted as data flows
within a unicast or multicast internet protocol (IP) network. These
streams can originate from one or more servers under the same
logical set of control software.
[0029] The various embodiments of the present invention provide a
method, apparatus and system for collecting data from various
locations throughout, for example the content distribution system
100 of FIG. 1 and the in-store advertising network 200 of FIG. 2,
to provide feedback on for example, an advertising campaign.
[0030] That is, in one embodiment of the present invention, a
campaign is defined as the act of an advertiser deciding upon the
scope of a given advertising effort. A campaign can include
specifying product(s) and/or service(s) that are to be part of the
effort, setting sales goals, and identifying specific target
demographics (age group, gender, language, socio-economic class,
geographic location, date range, time of day, etc.). The campaign
can optionally define multiple media files as alternate ads towards
accomplishing the goals of the campaign.
[0031] Using the campaign definition, orders are created in an
inventory and sales management system. In one embodiment of the
present invention, the order process books available inventory
(available spots in programs in which ads can be inserted). This
reserves the spot and creates a `placement` for each ad. At this
point, if the campaign did not already have appropriate media
available, then new media must be created.
[0032] The media is then scheduled for distribution, which includes
the set of functions that delivers the advertising to the target
audience. This includes several discrete operations. Media
scheduling is the process of translating placements into specific
playback instructions (playlists) targeted by the rules specified
in the campaign definition. Media packaging is the process of
bundling media for delivery over a transport service. Media
Transport is the delivery mechanism that moves the media packages
from the central Network Operations Center to the location of
playback. The Media Playout system renders the actual media to the
targeted consumer. This series of operations together is the act of
delivering the media to the target.
[0033] In accordance with various embodiments of the present
invention, data is collected from various locations throughout, for
example the content distribution system 100 of FIG. 1 and the
in-store advertising network 200 of FIG. 2, and information is
determined for qualifying, for example, an advertising campaign.
That is, in one embodiment of the present invention, data provided
for feedback is used by, for example, an analysis engine, to
evaluate the data for qualifying a media campaign, such as an
advertising campaign. For example, in one embodiment of the present
invention, sales information from a point-of-sale (POS) is compared
to a campaign definition (objectives and targeted ad placements) to
determine if a campaign was successful. Advertising playout data
provides a means to determine if the delivery system was
functional. System errors can result in targeted playout objectives
not being met. For example, a failed media server in some stores
could result in no ads playing in that store. A failed screen in a
store would result in no ads playing on that screen. A missing
media file in some or all stores would result in that ad not
playing for some or all of the campaign. Using the playout data,
the effectiveness of, for example, an advertsing system in
delivering the campaign is measured. Using those results compared
to the change in sales data reflected in the POS data provides a
measure of success of the campaign in accomplishing its sales
goals.
[0034] Optionally, if the campaign definition had defined alternate
ads as part of the campaign, then suggestions for altering the
media playout and targeting based on the effectiveness analysis can
also be provided in accordance with embodiments of the present
invention. For example, if a first ad is accomplishing higher sales
lift then a second ad, the playing of the first add can be
recommend in more locations at more times. This set of
recommendations can be provided constantly based on available
information in accordance with the present invention.
[0035] In accordance with various embodiments of the present
invention, campaign reports can be provided, for example,
periodically or on demand. The campaign reports summarize the
current effectiveness of the delivery system, campaign sales lift,
and such. These reports can be made available via a web interface
or as files. A "proof of performance report" is also identified.
This report is an affidavit that acts as proof that a purchased
advertising placement was in fact played in the locations and at
the times for which they were paid.
[0036] FIG. 3 depicts a high level flow diagram of a method for
product services analysis and optimization in accordance with one
embodiment of the present invention. The method 300 of FIG. 3
begins at step 302 at which information regarding a defined
campaign, such as an advertising campaign, is collected or
determined. As previously recited, a campaign definition can be
performed by an advertiser and can include the scope of a given
media campaign, such as an advertising effort. The method 300 then
proceeds to step 304.
[0037] At step 304, information regarding order creation is
collected or determined. As previously recited, order creation can
include booking available spots in programs in which media content,
such as ads, can be inserted. This reserves the spot and creates a
`placement` for each media content. The method then proceeds to
step 306.
[0038] At step 306, information regarding content distribution is
collected or determined. As previously recited, content
distribution can include media scheduling, media packaging and
media transport. For example, media scheduling can include the
process of translating placements into specific playback
instructions (playlists) targeted by the rules specified in the
campaign definition. Media packaging can include the process of
bundling media for delivery over a transport service. Media
Transport can include the delivery mechanism that moves the media
packages from, for example the Network Operations Center 220 of
FIG. 2, to the location of playback, for example the STB 120 and
respective display 130 and the speaker 135 of the content
distribution system 100 of FIG. 1. The method then proceeds to step
308.
[0039] At step 308, information regarding content (media) playout
is collected or determined. Media playout can include presenting
the actual media content to, for example, a targeted consumer or
audience. For example, it is typical in media content playout
environments for a playout log to be maintained to keep a record of
what media content was actually played on playout systems. The
method then proceeds to step 310.
[0040] At step 310, information regarding point of sale data is
collected or determined. That is, data regarding product sales or
services during the time of the defined campaign is collected and
or determined. That is, actual point of sale (POS) data can be
collected from, for example, a retailer, for products defined in
the campaign. The method can then optionally proceed to step 311 or
can proceed directly to step 312.
[0041] At optional step 311, additional user input information can
be collected. For example, in various embodiments of the present
invention, a user can be enabled to input information including,
for example, in store interviews and surveys to be collected for
use in the product services analysis and optimization of the
present invention. The method then proceeds to step 312.
[0042] At step 312, the collected or determined information
described in the previous method steps is compiled such that the
campaign information can be used to determine campaign
effectiveness. For example, in one embodiment of the present
invention, a campaign effectiveness control unit (CECU) 140
includes a memory for storing information regarding at least a
definition of a media content campaign and performance information
of the media content campaign as described above and a processor
for collecting the information regarding at least a definition of a
media content campaign and a performance of the media content
campaign and compiling the collected information for analysis. In
an alternate embodiment of the present invention, the collected or
determined information is used by the CECU 140, which includes a
processor (e.g., an analysis engine), for enabling determining
campaign effectiveness (as further described below), which can be
used for determining improvements that can be made to a media
campaign, such as an advertising campaign (as further described
below). The method 300 can then be exited.
[0043] For example, in one embodiment of the present invention, the
server 110 of the content distribution system 100 of FIG. 1 can
include a CECU 140 for performing the method 300 of FIG. 3. That
is, the CECU 140 of the server 110 of FIG. 1 can collect or
determine the necessary information to be used in the above
described product services analysis and optimization method of the
present invention. In addition, a user interface (not shown) can be
in communication with the CECU 140 of the server 110 for
communicating user information (as described above) to the CECU 140
of the server 110. The information collected or determined can be
stored in an included memory of the CECU 140 of the server 110 or
can be stored in a separate memory location (not shown). In
addition, in such an embodiment of the present invention, the CECU
140 of the server 110 can include a processor for analyzing the
collected or determined information for determining the
effectiveness of a media campaign, such as an advertising campaign,
which can be used for determining improvements that can be made to
a media campaign. That is, as described above and in accordance
with various embodiments of the present invention, information
regarding such campaign processes such as order creation, content
distribution, content playout, point of sale data and campaign
definition is collected and/or determined and ultimately compiled
and provided to, for example the CECU 140 of the server 110, for
analysis such that it can be determined if a media campaign was
successfully performed as defined. Although in the content
distribution system 100 of FIG. 1, the CECU 140 is illustratively
depicted as being incorporated into the server 110, in alternate
embodiments of the present invention, a CECU of the present
invention can be a stand-alone component.
[0044] FIG. 5 depicts a high level block diagram of an embodiment
of a CECU 140 suitable for use in the server 110 of the content
distribution system 100 of FIG. 1 in accordance with an embodiment
the present invention. The CECU 140 of FIG. 5 illustratively
comprises a processor 510 as well as a memory 520 for storing
collected information, media content and the like. The processor
510 cooperates with conventional support circuitry 530 such as
power supplies, clock circuits, cache memory and the like as well
as circuits. As such, it is contemplated that some of the process
steps discussed herein as software processes can be implemented
within hardware, for example, as circuitry that cooperates with the
processor 510 to perform various steps. The CECU 140 also contains
input-output circuitry 540 that forms an interface between the
various respective functional elements such as the server 110.
[0045] Although the CECU 140 of FIG. 5 is depicted as a general
purpose computer that is programmed to perform various control
functions in accordance with the present invention, the invention
can be implemented in hardware, for example, as an application
specified integrated circuit (ASIC). As such, the process steps
described herein are intended to be broadly interpreted as being
equivalently performed by software, hardware, or a combination
thereof.
[0046] In alternate embodiments of the present invention, a CECU of
the present invention can be included in the network management
center 210 or the Network Operations Center (NOC) 220 of the
in-store advertising network 200 of FIG. 2 for collecting or
determining the above described information to be used in the above
described product services analysis and optimization method of the
present invention.
[0047] FIG. 4 depicts a high level flow diagram of a process for
campaign optimization for the product services analysis and
optimization of an embodiment of the present invention. In the
embodiment of FIG. 4, a customer provides a system of the present
invention with historical, systemic or endemic marketing,
merchandising, sales, and operational data about the intended
products or services to be advertised & promoted in the
campaign. The system combines this with other campaign independent
data and performs analysis that results in a recommendation (or set
of recommendations) on what is needed to effectively execute the
campaign (in FIG. 4: Analysis 402). In the embodiment of FIG. 4,
these or any subsequent recommendations (in FIG. 4: Campaign
Recommendations 404) includes coverage of at least the following
characteristics: [0048] 1. creative and programming [0049] 2.
targeting (where and who) [0050] 3. channel(s) and network(s)
[0051] 4. interactive methods [0052] 5. product(s) and/or bundling
[0053] 6. times, dates, and frequency [0054] 7. product
availability [0055] 8. presentation configuration, such as a
digital configuration, which includes audio state, video contrast
or aspect ratio, media format, monitor angle or orientation, device
location, and other environmental factors at the presentation
location or signage configuration, which includes sign positioning,
orientation, size or angle, or configurations for other electronic
or non-electronic systems.
[0056] A formulation process (in FIG. 4: Formulation 406) is then
performed on the recommendation to derive and produce the
appropriate optimization instructions (in FIG. 4: Optimization
Instructions 408), which define how to fulfill the recommendations.
These optimizations instructions are then used to create an initial
order (or set of orders) for the system (in FIG. 4: Order Creation
or Update 410 and Orders 411).
[0057] Alternatively, a customer can directly place an order (or
set of orders) for the system without an initial analysis for
optimizing the start of the campaign. The customer may have
internal knowledge of the products or services that permit an
adequate initial estimate of the best campaign characteristics to
be made.
Order Execution
[0058] Once the order or orders are created, the system begins to
execute the orders. Execution requires the media for the campaign
to be created (in FIG. 4: Production 412) and encoded in the proper
format for distribution. Once the media exists, then distribution
of the media starts (in FIG. 4: Distribution 414). Distribution
requires the system to first schedule the playout of the media for
the specified date, times and frequency at the required locations,
which includes region, locale, site, department, or presentation
point of presence, on the various networks and channels specified
in the orders. For digital media, the system then packages the
media and the scheduling information together and distributes it to
the appropriate playout locations at the proper time. For signage
media, the media is printed, shipped and installed at the
presentation location at the proper time. Once the specified
playout or presentation locations have the media, then the media is
presented to the specified consumer or consumers (or shoppers in a
retail location) on the specified dates at the specified times and
frequency and in the specified context and format.
[0059] While the media associated with the campaign is being
presented to the specified consumer, the system collects
information specific to the campaign execution (in FIG. 4: Campaign
Execution Feedback 416). Campaign execution data includes point of
sale (POS) data reflecting the sales of the product or service,
sales within the related product or service category, or sales of
related cross-category products or services around the time the
media is being presented, "as run" data representing the specific
date and times the media was exposed to the consumer at each
playout location and media presentation point of presence, any
simultaneous or related promotional efforts for the product or
service, related product or service category, or related
cross-category products or services, and user input data (in FIG.
4: User Input 415) provided either passively, such as via
RFID-based loyalty cards in possession of the user, RFID-based
product identification information to products in a shopping cart,
venue location information collected from a cart or device in
possession of the user or camera-based viewer detection systems, or
actively, such as UPC scanned with a barcode scanner, a sequence of
menu selections from a touch screen display proximate to the media
display, or an electronic record of human to human or human to
machine interaction.
[0060] Concurrent with the distribution of the media, the system
collects either continuously or on a periodic basis historical,
systemic, or endemic campaign independent information from
appropriate owners or holders of useful information, such as the
product or service supplier, the retailer or venue owner, research
firms, or the network operator (in FIG. 4: Campaign Independent
Data 418). The campaign independent data is related to marketing,
merchandising, sales and operations, which includes previous or
other campaign recommendations, promotional efforts and results, or
dynamic or static environmental factors, such as weather,
earthquakes, community events, national events, such as elections
or the Super Bowl, or global events that have local impact. The
system collects and stores the campaign independent data along with
the campaign execution feedback for input into the analysis process
(in FIG. 4: Analysis Input Data 420). On a continuous or periodic
basis, the system performs analyses of the input data (in FIG. 4:
Analysis 402), both campaign independent data and campaign
execution feedback, to a) evaluate the performance of the campaign:
did the campaign execution accomplish the customer's objectives (in
FIG. 4: Performance Reports (Compliance) 422), b) determine
recommendations to improve the existing campaign's performance
and/or for additional or alternative campaigns (in FIG. 4: Campaign
Recommendations 404), and c) specify changes to the network design
or operations to improve performance all applicable campaigns (in
FIG. 4: Network Design & Operation Changes 424).
[0061] The campaign improvement or additional campaign
recommendations (in FIG. 4: Campaign Recommendations 404) includes
coverage of at least the following campaign characteristics in
accordance with one embodiment of the present invention: [0062] 1.
creative and programming [0063] 2. targeting (where and who) [0064]
3. channel(s) and network(s) [0065] 4. interactive methods [0066]
5. product(s) and/or bundling [0067] 6. times, dates, and frequency
[0068] 7. product availability [0069] 8. presentation
configuration, such as a digital configuration, which includes such
as audio state, video contrast or aspect ratio, media format,
monitor angle or orientation, device location, and other
environmental factors at the presentation location or signage
configuration, which includes sign positioning, orientation, size
or angle, or configurations for other electronic or non-electronic
systems.
Performance Report
[0070] Based on the analysis the system generates a performance
report available for interested parties, which includes the
customer, the product or service supplier, network operator, or the
retailer or venue owner. The performance report specifies how
effective the system's operation was to meeting the campaign
requirements defined in the orders; therefore, did the campaign
execution comply with the orders.
Optimize Existing Order
[0071] The recommendations created by the analysis process can
indicate the existing campaign would benefit from changes to one or
more of the campaign characteristics listed above. A formulation
process (in FIG. 4: Formulation 406) then creates optimization
instructions from the recommendations. Optimization instructions
define how the system must execute recommendations. These
instructions define what changes are required to the existing
orders so that the campaign recommendations can be executed. When
the formulation process generates optimization instructions for
existing orders, then depending on their varying degrees of
complexity, the system could rework the existing orders or
terminate the existing orders and replace them with new orders.
[0072] When the optimization instructions only require rework of
the order, then the system, with or without the explicit approval
of the customer, product or service supplier, network operator, or
venue owner, can modify the order (in FIG. 4: Order Creation or
Update 410) and either start the production process on the modified
orders, start the distribution process on the modified orders, or
possibly both. In one embodiment, implicit approval can exist from
explicit permission granted. Once either the production or
distribution process is started, the same operations as described
in the Order Execution section above can be performed on the
updated orders. Production on updated orders typically involves
simple or minor post-production modification to the existing media,
versus the creation of new media.
[0073] When the optimization instructions require more than a
simple rework of the order, for example, a new set of media based
on new creative requirements are required, then the existing orders
can be terminated and abandoned and new orders based on the
optimization instructions can be generated (in FIG. 4: Order
Creation or Update 410). These orders can then be passed into the
production process and then onto the distribution process for order
execution. Once the order creation process is started, the same
operations as described in the Order Execution section above can be
performed on the replacement orders.
[0074] Of course, the customer or the network operator at any time
can consider the campaign sufficiently executed, typically based on
the order, product availability, elapsed time and the performance
reports, and not reissue or approve updated orders or new orders
for the campaign. Consequently, for the given campaign, the overall
optimization process can be stopped.
Additional or Alternate Orders
[0075] Alternately, the recommendations created by the analysis
process can indicate an additional or an alternate campaign that
would be beneficial to execute with the campaign characteristics
listed above in the Order Execution section. Optimization
instructions for these recommendations can be generated and can
address the complete set of campaign characteristics, similar to
the instructions for the initial orders. These recommendations and
instructions can be focused on alternate or additional campaigns
for the same products and services, or can also be focused on
completely different products or services or an alternate bundling
of products and/or services. In addition, these alternate or
additional recommendations can include advertising or promoting on
other electronic or non-electronic mediums.
[0076] In essence, these new optimization instructions can generate
initial orders for these other campaigns, similar to the customer's
initial orders that started this process. Once the optimization
instructions have been created, the operations performed can be
similar to the ones performed for the initial orders after their
optimization instructions were created.
Network Design and Operation Changes
[0077] Periodically, the analysis process can discover changes that
would improve performance across campaigns, or for many or most
campaigns. Typically, these changes require modifications to the
network or its operation that cannot be performed on a single
campaign basis, but requires new configurations, equipment, or
services that must be in place before any campaign can utilize the
changes. The changes, such as additional venues to utilize as
playout locations, additional of presentations points of presence
(where signage or displays and speakers are located at a venue),
presentation points of presence that are no longer effective or
utilized, or configurations of the playout systems that would
better present the media, can be recommended to the network
operator (in FIG. 4: Network Design and Operation Changes) when
discovered.
[0078] For example, the following depicts an example of a specific
campaign optimization scope and functions and data to be applied in
accordance with one embodiment of the present invention.
[0079] Campaign Optimization Scope [0080] 1. Sales Lift: optimize
sales impact of media campaign [0081] 2. shopper experience [0082]
3. merchandise optimization (forecast input)
[0083] Functions within Campaign Optimization [0084] 1. Target
Optimization [0085] a. Which media works best with what people
(who) at which locations (where) [0086] b. "works best": generating
highest rate of sales [0087] c. Who attributes [0088] 1) demos
[0089] 2) age [0090] 3) gender [0091] 4) ethnicity [0092] 5)
language [0093] 6) psychographics [0094] d. Where attributes [0095]
1) Country [0096] 2) Region [0097] 3) Locale [0098] 4) Store [0099]
5) Department/channel/screen [0100] e. Calculate sales rate for
each of these "where" (location) attributes [0101] 2. Product
Availability Synch with Media [0102] a. Play the "optimum" media
for the "proximate" product [0103] 1) Media that is "related". It
must not be counter to the product. [0104] 2) Relationship is from
the specific to the generic [0105] 3) Proximate to the point of
presentation of the media [0106] 4) Key is forecasting when and
where product will be available. [0107] b. Media related to product
[specific to generic, but "related"] [0108] 1) Specific product
spot [0109] 2) Brand ad [0110] 3) Supplier ad [0111] 4) Category ad
[0112] 5) Retailer ad [0113] 6) Generic spot that is independent of
any product [Evergreen type content] [0114] c. Merchandise planning
and allocation value [0115] 1) Key to product location forecasting
[0116] 2) Defines to retailer and PRN: [0117] a) What is the
product [0118] b) How much do we have [0119] c) How is the product
allocated across the chain, region, district, store [0120] d) Where
in store is it and how is it to be merchandised: end cap with
video, end cap with sign, in aisle, in back room, tied to a
promotion? [0121] d. Forecasting when product might be available or
unavailable [0122] 1) Availability plus N days [0123] 2) N days:
time required for PRN to execute through the media supply chain:
media production, programming/scheduling, and distribution
requirements. [0124] 3) Based on sell-through rate, something the
retailer is already doing [0125] a) Get results and relate it to
the media supply chain. [0126] 4) Most specific media to playout up
to day run out, then alternate for day (or so) when out of stock
(below minimum) while ordering from distribution center and play
alternate media (e.g. brand ad), then when product shows up return
to playing most specific media to product. [0127] e. What is
merchandise planning and allocation [0128] 1) Ordering products
(initial, refill, end of life) [0129] 2) Forecasting demand (sales,
seasonality, promotions, . . . ) [0130] 3) Allocating units to
stores [0131] a) Across chain, region, district, or single stores
(testing) [0132] 4) Pricing [0133] 5) Assortment (combinations and
variations [size, color, . . . ] of products needed in different
markets) [0134] a) E.g. Asian community needs smaller shirt size
assortment [0135] 6) Systems used for these processes must provide
inputs to media supply chain [0136] f. Promotional planning [0137]
1) Sometimes part of merchandise planning and allocation group,
sometimes a separate group [0138] 2) Work with consumer product
goods companies (CPG) [0139] 3) Decide which products to promote
and where and when [0140] 4) Decide how to promote the product
[0141] 5) Sends notice to merchants to plan and allocate for
promotion [0142] g. Product characteristics [0143] 1) Number of
units at that display is key [0144] 2) Defined for each product:
the optimum number of units that should be at display and possibly
a minimum number of units at the display for some period of time
(probably daily) [0145] 3) What other is available: [0146] a) Aisle
[0147] b) Other display [0148] c) Back room [0149] d) In transit
shipped from manufacturer/supplier or shipped from distribution
center (DC) [0150] e) On order from DC to store OR to DC. On order
for store, sends request to a DC. New order needs processing by CPG
and none in DC [0151] 3. Creative/copy Optimization [0152] a. Which
combination of creative elements are generating the highest rate of
sales for a given target (see Where attributes in Target
Optimization above). [0153] 1) Less specific alternative: Which
combination of creative elements work best with the people and
locations targeted. [0154] b. Attributes of creative elements (not
necessarily a complete list) [0155] 1) Color [0156] 2) Objects
[0157] 3) Text [0158] 4) Audio [0159] 5) People [0160] 6) Music
[0161] 7) Angles [0162] c. AB testing [0163] 1) Static media
testing. A fixed set of media for the campaign is created
beforehand [0164] 2) The set of media has a well-defined set of
element variation between them. [0165] d. Multivariate testing
[0166] 1) For multivariate need to compare creative elements, not
just whole pieces of media [0167] 2) Dynamic linkage of elements at
playout time [0168] 3) Playout time composition with video and
overlay media. [0169] a) How is this accomplished in an IPTV
context? [0170] 4. Time/Daypart Optimization [0171] a. Which media
works best on which times, on which dates and at what frequency.
[0172] b. [0173] c. Attributes [0174] 1) Loop [0175] 2) Frequency
[0176] 3) Seasons [0177] 4) Time of day [0178] 5) Day of week
[0179] 6) Special events--planned, controlled. E.g. All-star game
[0180] 7) Exogenis factors--out of control of the network
operations or retail operations and unpredictable. E.g. weather,
earthquake, natural disaster
[0181] Data [0182] 1. POS data [0183] 2. play logs [0184] 3.
expected play information (includes rundown, targets, sites,
placements, orders, customer) [0185] 4. availability of A/V
component data (e.g. screens or speakers operational) [0186] 5.
Output of retailer's merchandise planning and allocation systems
[0187] a. Product attributes [0188] b. Inventory attributes [0189]
c. Transportation attributes [0190] 6. product information [0191]
a. forecast of inventory and timing of inventory [0192] b. product
characteristics--e.g. pack-out, capacity [0193] 7. Store planning
data [0194] a. shopper traffic data [0195] b. floor merchandising
capacity [0196] c. capacity at site
[0197] Function to Solution [0198] 1. portal [0199] 2. Compare
sales data to playout data on time and/or location basis [0200] 3.
use expected data and validate with play logs/availability
information
[0201] Media played number of exposures within period Sales impact
within a range of time after exposure [0202] Acceptable period
after exposure where we can measure impact [0203] PRISM--How do
impressions strengthen optimization?
[0204] Roadmap
[0205] Create functionality/solutions in the following order with
the defined basic capabilities. [0206] 1. non-systemic process
around getting retailer merchandising planning and allocation data
and retailer shopper traffic data integrated into a media planning,
production, distribution, and playout solution around DemoVision.
[0207] 2. Target optimization [0208] a. media variation in a single
campaign period used in splits [0209] b. POS data from retailer
[0210] c. Playout as run data [0211] d. Determine which of
concurrently running spots is having a higher rate of sales by
location and time [0212] e. Change placements of media so more
successful spots are running in areas where other spots were
unsuccessful [0213] f. Schedule placements and transmit to sites
for playout. Requires media to be broadly distributed, but have
updated playlists distributed to get playout change. [0214] g. Will
require Dayparts and Time of Day functionality in systems [0215]
Providing Data to retailer based on Interactivity (e.g. TV wall
interactive) [0216] 1. Shopper understands what they need to make
HDTV work from content in program guide [0217] 2. Retailer learns
of bundling opportunity based on what shoppers is looking at [0218]
3. HDMI cable, a special remote, a subscription to an HDTV service
[0219] 4. Offers are made based on user input and navigation [0220]
How does campaign affect price, bundles and promotions?
[0221] Data out to Retailer allows the retailer to make decisions
on: [0222] 1. Pricing [0223] 2. Shopping experience [0224] 3.
Promotions [0225] 4. Presence
[0226] How does this fit? [0227] 1. Behavioral targeting [0228] a.
Behavioral merchandise "Bucket" [0229] b. User input (could be
"passive") based feedback to playlist/target [0230] 2. Behavioral
network design [0231] 3. Behavioral media design [0232]
Marketing/messaging creative.
[0233] Having described various embodiments for a method, apparatus
and system for providing analysis and optimization of product
services (which are intended to be illustrative and not limiting),
it is noted that modifications and variations can be made by
persons skilled in the art in light of the above teachings. It is
therefore to be understood that changes may be made in the
particular embodiments of the invention disclosed which are within
the scope and spirit of the invention. While the forgoing is
directed to various embodiments of the present invention, other and
further embodiments of the invention may be devised without
departing from the basic scope thereof.
* * * * *